Yếu tố cấu thành giá trị thương hiệu ảnh hưởng đến quyết định mua sắm của người tiêu dùng: trường hợp siêu thị bán lẻ tại đồng bằng sông Cửu Long

Abstract

The concept of brand value began to be widely used in the 1980s and then popularized by Aaker with his famous paper (Aaker, 1991). Currently, there are diversed views and ways of evaluating the value of brand in different aspects and angles. This study was conducted to build the scale of the factors constituting the brand-value that affect consumers' purchasing decisions on retail supermarkets in the Mekong Delta. In addition to the factors that constitute the brand value, the paper also pays attention to supplement and perfect the concepts of ethnocentrism and social responsibility based on consumer perceptions. Measurement scale of the elements of brand-value that influences consumers’ purchasing decisions is developed by inheriting theoretical models and related research studies. The process of building and testing the scale is based on the process of Nguyen Dinh Tho (2011).